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A French perspective on contextual marketing

French marketers see the value of marketing in context and are trying to find the right balance between promises to the customer, data privacy, and the marketing goals of the brand.

As the world of digital marketing evolves and brands are able to collect more types of data about their audiences, marketers are moving past segmentation and personalisation to using the contextual data of customers and prospects to craft messaging. By analysing information such as a consumer’s purchase intent, current location or online activity, marketers have the chance to target their messages more precisely and to make better use of their marketing budgets. Read article >>

Based in London, Victoria joined The Economist Group in 2013 and manages research projects across a range of topics including technology and education. She has previously worked within the company at The Economist Corporate Network in EMEA. Her responsibilities included researching, writing and editing business outlook reports and white papers on a range of business themes in emerging markets in Europe, Middle East and Africa.

Prior to joining The Economist Group, Victoria worked in consulting in France. She holds a Master of Science in Political Economy and a BSc in Economic History from the London School of Economics.

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